By Taruka Srivastava | Freelance journalist

September 21, 2022 | 3 min read

The pizza brand’s ‘Domin-oh-hoo-hoo’ campaign has taken its yodelling discounts to new highs with a 50% off offer.

Domino’s Pizza’s latest 30-second spot is highlighting how its pizzas are now even cheaper as people search for savings.

Directed by renowned Somesuch director Sam Hibbard, ‘Castaways’ opens on a tropical desert island where three castaways are helplessly stranded as they gaze off into the distance, dreaming of food they’d give anything to eat. The first’s mouth waters over Domino’s Pepperoni Passion pizza, as the second fantasizes about delicious melted mozzarella. The third castaway yodels ‘Domin-oh-hoo-hoo,’ which summons a Domino’s delivery driver on a jet ski. As the delivery driver makes his way back to his transport, the castaways are so enamored by their delicious pizza that they almost miss their potential escape route off the desert island – until one shouts: ‘Wait... need a push?’

The spot concludes with the Domino’s campaign strapline: ‘Irresistible pizza at an irresistible 50% off.’

The new value campaign from Domino’s comes after new research revealed that 82% of consumers say value for money matters when getting a takeaway, amid the rising cost of living.

Created by UK agency of record VCCP London, alongside its production arm Girl&Bear and Havas Media Group UK, the new ‘Domin-oh-hoo-hoo’ spot launched during an episode of The Great British Bake Off in a deal secured by Havas Media UK (part of Havas Media Group UK).

The campaign media strategy, planned and developed by Havas Media UK, sees Domino’s return to cinemas for the first time since 2019 on October 21 with the launch of Dwayne Johnson’s new DC Comics film Black Adam. The campaign will run across radio to promote the new deal, as well as on out-of-home (OOH). Bringing the campaign further to life on social media, the 50%-off campaign will roll out across multiple channels including TikTok, Instagram and Facebook.

On TikTok, viewers will be treated to additional ‘Castaways’ content as the three characters pass time on the island longing for pizza. Domino’s is also working with influencers Bella Hill, James Foreman, Jack Skipper, Ellie Bindman and Cole.

In a media first, all digital media will be supported by tech developed by GumGum and Playground xyz.

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